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http://www.youtube.com/watch?v=hcVcUNoE2jw New interactive print ad for Mercedes combining mobile and print.
Zoopy has just changed their focus from online video to mobile video, a seemingly clever move if you consider the South African digital landscape. Here's the reason for the refocus According to them in a blog post published this morning: "Until now, we’ve been an online platform first and a mobile service second. We’re turning this on its head and positioning Zoopy as a mobile video platform, with a mobi site, apps for the major platforms, and a website... we’ve focused on offering our users two core, and quite diverse, services: user-generated content sharing; and Zoopy TV (with made-for-web video stories ranging from news and movie reviews to fashion and games). We’ve made the decision to focus our business on one of these areas only; an area that is unique, poised for growth and more monetisable: creating quick, light, informative and entertaining mobile video. Video that can be watched on the bus home, over lunch at work or while out with your friends. The new Zoopy will be a first of its kind – a mobile video tabloid that will feature the best of international and local infotainment. Or as our slogan promises: the world in 90 seconds (or less). We’re creating a fresh look at the news and events of the day, in an entertaining format that makes it fun to catch up with what’s going on in the world around you." The new Zoopy also means that users won't be able to upload content anymore: "Video views have proved the value that you, our users, place in quality content, as we’ve seen Zoopy visitors gravitate more and more towards Zoopy TV videos over user-generated content. Rather than trying to grow Zoopy in the user-generated content and mobile video infotainment spaces simultaneously, with one leg in and one leg out, it makes much more sense for us to focus our energies, resources and future on an offering that we can do so much more with, by producing and growing our own content." With its refocus the site has experienced quite a facelift. Have a look here. You can check out the full post here and follow Zoopy on Twitter to keep up with the latest. So, what do you think - a clever move from Zoopy? Will it work? And more importantly will you use it? UPDATE Click through to see the full infographic by Cow and ILoveDust.
Finalist-Edward-Thomson-res Over the weekend Red Bull had an awesome activation event for the new Red Bull Street Style campaign currently running across South Africa. The event featured some of the top freestyle footballers in the Cape Town area. Red Bull have taken a very interesting approach with this new Street Style Campaign, utilising the main social networks as well as mobile tools to promote the events. It seems that there is virtually no traditional or above the line spend. It will be interesting to see how successful this approach is, especially as the social media space is really hotting up overseas but with few local campaigns embracing this new medium. The different properties on which they have marketed the event are mobile (USSD: *120*33009*739# and mobi site), blog as well as nicely integrated Facebook and Twitter pages. USSD is a very nice touch as it allows for mobile access without requiring a mobile connected phone. Red Bull also have Chris Njokwana, last years winner, helping to push the campaign on Twitter and Facebook. He also entered the Vodacom Fame campaign and received second place . The big question here is this the future of marketing? Would you add anything to this campaign? More images when you click through
Vodacom has launched a new campaign (Player 23) to target the enthusiastic rugby fans for the Super 14. It features a rugby fan called Jan, the 23rd player, who's following his daily routine - but with the team following him around and trying to be exactly like him. Besides the hilarious TV ads, Vodacom also has a website where fans can download their own lockers and personalise them by adding their names, pictures and favourite teams. Fans can also download all the latest news on the Super 14 and other rugby mobile content to personalise their phones via the mobile element. You can read the entire press release on Bizcommunity. DraftFCB and ClickThinking was responsible for the concept and production of the PLayer23 Campaign. What we're very interested in is the tight integration between above the line (there is an enormous amount of print and TV exposure) and the way that has tied in with Mobile, and the desktop. This is the first mainstream application we've seen that uses Adobe Air for the desktop, and pretty tight mobile integration. The main advantages of a platform like Adobe Air is that you develop your app once, and it can be deployed to OSX or Windows, plus you have the added benefit of having free reign by using Flash, and the runtime brings the package size down quite considerably. 10and5 is hoping to get a case study out of the guys responsible for the campaign! We're hoping to get a case study out of the guys who produced the entire campaign - it would be very interesting to see what their findings were and how successful the Player 23 campaign was when it comes to and end.
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